What does it take to get great advertising that works? The formula is simple: clear direction from a client and great creative from the agency. Sounds simple, but getting there is a little trickier than you would think.
In recent months, I’ve had the great luck to work with a variety of B2B companies. Whether they are new to the casino industry or very experienced, there seems to be a feeling that the marketing office is something of a revolving door, ushering new marketing directors in and out as quickly as you can update your database. Because of this turnover, ad agencies also tend to come in and out of favor with their casino clients. Sometimes this is because of bad work on the agency side. Sometimes this is because the casino has hired an otherwise great agency that is simply not equipped to handle the volume of work casinos require in a manner the client finds cost-effective. Often, new marketing leads want a stronger sense of comfort when faced with a new environment and they go back to the agencies they’ve worked with in prior locations. Sometimes the casinos just want a change. Sometimes casinos just know it’s time to terminate the working relationship, and since they can’t fire themselves, they fire the agency.